Why being human is the secret that builds brand trust

Imagine dining at a restaurant where the chef greets you, remembers your favourite dish, and genuinely asks about your dining experience. It feels special, right? That’s the magic of human connection, which brands increasingly strive for in marketing. Social media expert Emily-Rose Hills explains how you translate that feeling to your customers online.

Consumers are bombarded with countless choices, and the humanisation of brands has become the secret sauce for building trust and loyalty. Let’s look closer at why giving your brand a human touch is the best trust-building decision you can make.

In an era of deep fakes and clickbait, Authenticity is crucial

I don’t want to sound too much like a Swiftie, but we’re in an era where digital deep fakes and clickbait headlines dominate our newsfeeds. How do you decide who you can trust? Authenticity stands out like a flashing neon light. People crave genuine interactions and real stories. Brands that can showcase their authentic selves–imperfections and all–tend to win over their audience. 

One example that comes to mind is Patagonia, a brand that sells outdoor gear and staunchly advocates for environmental conservation. Their authenticity resonates with their eco-conscious audience, building a loyal customer base that trusts and supports them.

My approach to building trust

If you follow me on LinkedIn, you’ll know I do my best to be real and authentic with my social media tips. I won’t tell you what you want to hear just to get your business to spend money because the truth is social media is a marathon, not a sprint. So, if you’re looking for overnight results, I will be straight up and tell you what I can do for you. I won’t promise you 10,000 followers overnight or that you’ll go viral. I will promise to be completely transparent and create a customised strategy for your business. It requires commitment and showing up online, even when you don’t feel like it.

I built my business by offering Ask Me Anything Sessions via LinkedIn, in which people with social media questions could sit down with me for half an hour and I’d answer anything, absolutely free. I wasn’t making any money doing it, but I was creating something more important: building trust. Through these sessions, I realised I was creating something special, and it is also how I got my first paying client.

How can your business build trust?

Here are a few ways to humanise your brand to build trust, and you can start actioning straight away.

1. Respond quickly and with empathy to customer enquiries. When people feel heard and valued, trust follows. It’s like having a friend who always texts back right away.

2. Create content that tells a story and hits the feels. Share behind-the-scenes moments, employee bloopers, and heartwarming customer stories. Make your brand the star of its reality show.

3. Actively seek and act on customer feedback. Show that you value their opinions and are committed to continuous improvement. It’s like being that friend who always listens and strives to improve.

Making human connection the heart of your brand strategy means you’re not just creating a business; you’re building a community. Today, on social media, where every business is fighting to be seen on newsfeeds, that’s the ultimate edge.

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